Top Japanese distributor Toho is entering a joint venture called My Theater D.D., which will stream its films on the Web, reports Variety. The partnership will be with advertising firm Dentsu and TV networks, NTV, TBS and Fuji TV. The new service will begin in the spring.

Each partner is putting up 20% of the $1.03 million to start the new venture. The films will hit the Web day-and-date with the DVD release of the film. The streamed films will be available to 30 Web firms in Japan, including GyaO and Hikari TV. The pay-per-view service will allow users to watch the films for a few days via their computers, smartphones, etc.

Toho hopes the new business will help supplement its sagging theatrical numbers, which are down 20% from 2010.